Short-form video platform, TikTok has unveiled an awareness campaign to sensitise India’s growing digital population about safe and responsible use of user- generated content platforms.
The campaign, titled #WaitASecToReflect, has been developed with the mission to inspire built on the philosophy of inspiring users to pause for a second and think about their online conduct.
The campaign launched with three digital films that are set in most common real-life situations related to people using online platforms. In a recreation of these situations, the films bring to life the after effects of their actions when they are about to post something unpleasant.
One of the films also focuses on the pertinent topic of digital addiction among the youth. Through the month long campaign, TikTok aims to reach users pan-India. In addition to the three films, the campaign also features a radio jingle and an in-app challenge that inspires action, with a contextual adaptation of a culturally relevant phrase - Bura na post karo, Bura na share karo, Bura na comment karo (post no evil, share no evil, comment no evil).
As part of this campaign, TikTok has also partnered with the Digital Empowerment Foundation (DEF) to execute a digital literacy programme focused on the usage of user generated content platforms. For its first phase, DEF will conduct awareness workshops among consumers across key cities in 10 states of India.